What Is Content Marketing?
As one might expect, content marketing involves a lot of writing. From an interesting social post to a lengthy blog article, in order to attract potential customers, you’ll need to produce content that resonates with your audience.
Marketing that uses the creation and distribution of quality content to influence, inform, and attract potential customers
Quality content drives engagement, builds a loyal following, and is key to an SEO strategy. For many businesses, the expertise and dedication required to publish content continually are prohibitive. However, the investment is vital for inbound marketing efforts to succeed.
Benefits of content marketing:
- Increase brand awareness
- Establish expertise, authority, and trust (EAT)
- Improve organic search results
- Communicate consistent brand voice
- Earn more followers and subscribers
- Build trust and loyalty
- Generate more quality leads
- High conversion rate
Know Your Audience
One of the biggest challenges in content marketing is delivering content that resonates with your audience. You can produce pages and pages of content, but if it doesn’t address the needs of your audience, then you will lose their attention and loyalty.
Start by developing buyer personas
These are fictional characters with questions, needs, and preferences that make up your target audience. By understanding the types of people in your audience, you can craft your content to speak to them more personally. Tailored content based on personas has proven more effective than boilerplate brochureware.
Understand the customer journey
Delivering timely, relevant information at specific points in the journey will increase conversion rates. Once you’ve developed the right message, set up automation to ensure you never miss an opportunity to connect with a lead.
Refine and optimize your content
Once you have developed your plan and created compelling content, it’s time to launch it and begin analyzing the data. You’ll want to measure views, click-through-rates (CTRs), and form fills. You may even look at adjusting the timing of content publishing and email delivery. It’s also a good idea to A/B test pages and emails to ensure the majority of your audience receives the best content format.
Not a Writer?
Many business owners don’t have the time or skill to generate such rich content. That’s where the professionals come in. Not only will an agency such as Peabody Communications have the experience and knowledge necessary, but we’ll also utilize our talent and staff to create the content for you. Just sit back and watch as the traffic and engagement increase, which will improve your bottom line.